Picking the Right Digital Marketing Tools for your Business
Jan 14, 2015
Presented by Niall McKeown of iON Marketing at EI emarketing event in Limerick March 2012.
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Transcript
Agenda
Know Yourself
Know Your Customer
Know Marketplace
Know Yourself!
Mission
360˚
New Website
Choose Best Design
Select Technology
NavigationEmbed
New Tools
WriteContent
Launch
NothingChanges
ExtranetExtranet
WebsiteWebsite
Search Search SocialSocial
Email Email MarketingMarketing
PrintPrint
TV & RadioTV & Radio
Private
Passive
Push
PR
Promotion
Values
Cultural
VisualTechnical
Commercial
“We currently have an opening for a HR Business Partner. Here at Twitter, the goal of HR is to serve as a consultant across the organisation, to shepherd the core values and to protect the culture,”
- Twitter First Job Post For Dublin October 2011
Mission & Vision
ObjectivesStructure & Tactics
Finance
Planning, Deadlines & KPI
Values
Cultural
VisualTechnical
Commercial
Omnipresence
Channel Time ( days per month)
Talent (Marketing,
Management, Outsource)
Cash
Blogging 0.5 MGT LOW
Online PR 1 OUT HIGH
Email 0.5 MKT LOW
Social 1.5 MKT LOW
Webinar 2 OUT HIGH
SEO 2 OUT HIGH
KNOW YOUR CUSTOMER
Viva La Customer
Search click through
Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011
KNOW YOUR MARKET
Michael E. Porter of Harvard Business School in 1979
Hotel Mattress Beds
1% Conversion Rate
•220 Clicks•€138•With 1% conversion= 2 sales= €69 per sale
Background
Cot Mattress is the dominant search term used in the UK.
Know Yourself
Know Your
Customer
Know Your Market
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